| Course | MKT-4790 Applied Marketing Practices |
|---|---|
| Module | Module 3 |
| Paper type | Module 3 marketing plan assignment: marketing research for marketing planning |
| Length | About 495 words, 4 pages |
| Format | APA 7 student paper |
| School | Thomas Edison State University |
| Program | B.S.B.A. in Marketing |
| Updated | October 2026 |
Free sample paper for MKT 4790 Module 3
Before the First Can Ships: A Research Plan to Answer Three Strategic Questions
Student Name
B.S.B.A. in Marketing, Thomas Edison State University
MKT-4790: Applied Marketing Practices
Mentor Name
Month Day, Year
Before the First Can Ships: A Research Plan to Answer Three Strategic Questions
From Issues to Objectives
Walker and Mullins (2013) stress that research should be designed to inform specific decisions; objectives that cannot change a decision are not worth the cost.
| Strategic issue | Research objective |
|---|---|
| Gaining distribution without a distributor | Learn how retailers choose new local beverages and what support they expect |
| Which customer group to target first | Measure the size and purchase interest of three groups among craft beverage buyers |
| Positioning a dry farm cider | Compare consumer response to two positioning statements |
Secondary Research
Secondary sources will include industry reports on cider and craft beverage sales trends, state alcohol beverage control data on licensed retailers in the four counties and audits of shelf space in twenty stores, counting cider facings, prices and local products. Malhotra (2019) recommends beginning with secondary data because it is cheaper and faster, and using it to sharpen primary research.
Primary Research
Retailer Interviews
I will interview twelve store owners and restaurant beverage managers in depth, asking how they decide to stock a new local product, what sales they expect in the first three months and what support, such as tastings and shelf signs, they want. Interviews suit this objective because the population is small and the decision process is complex.
Consumer Survey
An online survey of 400 adults who bought craft beer, cider or hard seltzer in the past month will measure purchase interest, reasons for choosing cider and gluten-free needs. The sample will be drawn from a commercial panel with quotas by county, age and gender to match craft beverage buyers. Questions will use five-point scales so results can be compared across groups. The three groups come from the segmentation in Module 2, which follows Smith (1956) in treating the market as groups with different needs rather than as one mass.
Positioning Test
Within the survey, respondents will see one of two positioning statements at random: "Dry cider from our own New Jersey orchards" or "The gluten-free craft drink with real farm flavor." Comparing purchase intent between the two randomly assigned groups will show which positioning draws more interest.
Decision Rules
I will set decision rules before collecting data. If at least eight of the twelve retailers would stock the cider with in-store tastings, the plan will pursue direct sales to retailers rather than waiting for a distributor. The customer group with the highest purchase intent among those of meaningful size will be targeted first. The positioning statement with significantly higher purchase intent will be adopted.
Budget and Timing
The survey panel will cost about $4,000, and the interviews and store audits will take about six weeks of the owners' and my time. Results will be ready before the strategy is set in Module 4.
Conclusion
The research plan ties each method to a strategic issue and sets decision rules in advance, so the results will shape distribution, targeting and positioning rather than sit in a report.
References
Malhotra, N. K. (2019). Marketing research: An applied orientation (7th ed.). Pearson.
Smith, W. R. (1956). Product differentiation and market segmentation as alternative marketing strategies. Journal of Marketing, 21(1), 3-8. https://doi.org/10.1177/002224295602100102
Walker, O. C., Jr., & Mullins, J. W. (2013). Marketing strategy: A decision-focused approach (8th ed.). McGraw-Hill/Irwin.
Reading the MKT 4790 Module 3 assignment instructions
The second marketing plan assignment covers marketing research for planning. Expect to state research objectives tied to the strategic issues from your analysis, choose secondary and primary methods, describe sampling and measures and explain how the results will be used. Show how each method answers a specific objective, and set out in advance what result would lead to which decision. A budget and a timeline make the plan feasible. If you will not actually carry out the research, describe it as a plan and say what you expect to learn. Drop any research whose answer would not change a decision.
Inside the MKT 4790 Module 3 example
The paper opens with a table converting strategic issues into research objectives. A secondary research section lists sources and the reason to start there. Primary research sections describe retailer interviews, a consumer survey with sampling and measures and a randomized positioning test. A decision rules section commits to how results will be used. Budget, timing and a conclusion follow, linking the research to the strategy module. The objectives table makes the link from issue to research explicit, and each primary method is matched to the objective it serves. The decision rules are stated before results, which keeps the research honest and the plan decision-focused. The plan's budget is modest and its timeline fits the strategy module that follows.
Where the marks sit in the MKT 4790 Module 3 rubric
Mentors grade this plan assignment on clear objectives linked to strategic issues, appropriate methods, sound sampling and measures, and a plan for using results. Research plans that set decision rules in advance show the decision focus of the course. A randomized comparison of positioning statements demonstrates methodological sophistication. Realistic budgets and timelines show the plan could be carried out, and clear tables and headings help the reader follow the logic from issue to method. Mentors also look for sampling that fits the objective, such as in-depth interviews for a small group of retailers and a quota sample for consumers. Clear headings by method and accurate citations complete the plan. A budget and timeline that fit the business show the plan is realistic.
MKT 4790 Module 3 help from the desk
Students lose points by listing research methods without tying them to decisions, by proposing surveys without describing who will be sampled or by collecting data no decision depends on. Others plan research too large for their budget. Start with the decisions. Choose the simplest method that answers each objective. Describe your sample. Decide in advance what results would change your plan. Mark any results as illustrative unless you actually ran the study. Keep the survey brief enough that respondents complete it. Set a budget and timeline. A free first sample on your own MKT-4790 research plan is available on request.
Write yours, or have the desk draft it
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MKT 4790 Module 3 questions, answered
Where can I find a free MKT 4790 Module 3 sample paper?
A research plan turning a cidery's strategic issues into interviews, a survey and a positioning test is the plan assignment above.
Why tie research objectives to strategic issues?
So that every piece of research can change a decision; research that cannot is not worth its cost.
Why begin with secondary research?
It is cheaper and faster, and it sharpens the questions primary research must answer.
What is a decision rule in a research plan?
A statement, set before data collection, of what result will lead to which decision.
How can a survey test positioning?
By randomly showing respondents different positioning statements and comparing their purchase intent.